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SBD Global/August 21, 2012/Marketing and Sponsorship

Mo Farah And Usain Bolt Featured In New Virgin Media Campaign

Virgin Media launched a press campaign featuring London Games double Gold Medalist Mo Farah "alongside a new TV ad starring established celebrity Usain Bolt," according to Nick Batten of CAMPAIGN LIVE. Similarly to Bolt, Farah wears the blonde, "Bransonesque goatee beard in a print ad campaign," which launched in several newspapers over the weekend. Virgin Media signed the Somali-born long distance runner "in an open-ended deal estimated to be worth £500,000 ($785,300)." The campaign was created by BBH, "with all media planning and buying handled by Fifty6." The ad was conceived by BBH Creative Dir Matt Doman and Planner Lynsey Atkin. Bolt also made his return to TV screens over the weekend. The triple Olympic 2012 Gold Medalist was the face of Virgin's first major marketing campaign of '12 in January, "telling Virgin Broadband customers the great news about their broadband speeds increasing" (CAMPAIGNLIVE.co.uk, 8/20).
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